The New Thinking Of Brand Equity-a Perspective Based On The Interactivity Of Weibo

The rapid growth of the consumer’s power is rewriting the rules of this market. The new media Weibo and its interactivity encouraged marketers to interact directly with their consumers, even built relationship with them. And Weibo also provides the brands an ideal online environment to establish brand communities. The consumers that were once hardly to be heard are now becoming more and more powerful as a group.In order to understand and make full use of the Weibo and its interactivity, this study firstly look deep into the interactive relationship on Weibo. This study found that there’re two kinds of interaction on the platform, one is between the brand and the consumer’s, while the other is between the different consumers. Then, we chose the official Weibo account of Durex, Baidu and Lenovo as the object of this study, firstly we gathered and analyzed the comments of their posts, the we invited 20 followersof these three brands to an in-depth interview, to talk about their interactive experience with these brands. Finally, we found that the interactive relationship between the consumers and the brand is deepening by the brand anthropomorphism, while the relationship between consumers are improved by the social interaction on Weibo.In the end, this study explored the contribution that these kinds of interactive relationship made to the brand from the perspective of brand equity theory. It turned out that interactive performance effectively improved the consumers’ brand familiarity, also improved brand awareness. The interactivity of Weibo platform can also help create more rich brand meaning, especially the unique and powerful brand associations. It can also lead to the positive consumer’s reaction in time, and eventually break through the general brand relationship and achieve the consumers and the brand’s co-value creation.